According to a new consumer study from CyberMedia Research (CMR), Indians from Tier II cities and beyond spend an average of 2 hours and 25 minutes per week shopping online, spending approximately 16% of their income. The top three triggers for online shopping include attractive prices (57%), convenient return and exchange processes (57%) along with irresistible offers (49%).
The study further revealed that Amazon (73%) is the preferred e-Commerce platform, followed by Flipkart (70%), Meesho (30%), JioMart (20%), and others. 63% of Amazon users report high satisfaction, followed by 52% for Flipkart and 46% for Reliance Digital. Interestingly, Amazon is favored by its users for its attractive prices (54%), easy return / exchange process (52%), brand trust (40%) and convenience of shopping across pin-codes in India (38%). Over the past six months, 73% of consumers from both Tier II and Tier I cities have shopped at Amazon.
According to Prabhu Ram, Head- Industry Intelligence Group, CyberMedia Research (CMR), “The wide range of choices, convenience, and comfort provided by eCommerce has empowered emerging young consumers in Aspirational India (Tier II, Tier III cities and beyond) to shop more online, and to fulfil their aspirations. Major players like Amazon and Flipkart, niche market players such as Meesho and others, and conglomerates like Tata and Reliance are fiercely competing in these markets. Our research emphasizes that Amazon, with its extensive and enduring presence across India, has the consumer trust and is their preferred choice.”
Also, two out of three consumers have spent up to INR 20,000 on online shopping in the past six months. Average spending on online purchase in last 6 months by Tier II buyers (INR 20,100) is nearly on par with the online spend by Tier I buyers (INR 21,700).
